Acerca de este Curso
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Aprox. 8 horas para completar

Sugerido: 8 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Habilidades que obtendrás

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Aprox. 8 horas para completar

Sugerido: 8 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
26 minutos para completar

Module 0 : Introduction to Foundation of Marketing Analytics

2 videos (Total 16 minutos), 1 lectura
2 videos
Setting up the environment and exploring the data (recital)12m
1 lectura
.R files and dataset10m
Semana
2
1 hora para completar

Module 1 : Statistical segmentation

9 videos (Total 42 minutos), 2 lecturas, 1 cuestionario
9 videos
Hierarchical segmentation4m
Selecting the "right" number of segments2m
Segmentation variables1m
Recency, frequency, and monetary value1m
Computing recency, frequency and monetary value with R (Recital 1)8m
Data transformation3m
Preparing and transforming your data in R (Recital 2)3m
Running a hierarchical segmentation in R (Recital 3)10m
2 lecturas
Acxiom URL10m
Instructions before starting the quiz 110m
1 ejercicio de práctica
Quiz module 1 - 20% of final grade10m
Semana
3
1 hora para completar

Module 2 : Managerial segmentation

7 videos (Total 47 minutos), 1 lectura, 1 cuestionario
7 videos
Developing a managerial segmentation3m
Coding a managerial segmentation in R (Recital 1)17m
Describing segments2m
Segmenting a database retrospectively in R (Recital 2)6m
Segments and revenue generation2m
R tutorial (Recital 3)12m
1 lectura
Instructions before starting quiz 210m
1 ejercicio de práctica
Quiz module 2 - 20% of final grade10m
Semana
4
1 hora para completar

Module 3 : Targeting and scoring models

4 videos (Total 29 minutos), 1 lectura, 1 cuestionario
4 videos
What you need to develop a scoring model2m
Calibration data and statistical model5m
Building a predictive model in R (Recital)18m
1 lectura
Instructions before starting quiz 310m
1 ejercicio de práctica
Quiz module 3 - 20% of final grade10m
4.5
132 revisionesChevron Right

11%

comenzó una nueva carrera después de completar estos cursos

20%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

17%

consiguió un aumento de sueldo o ascenso

Principales revisiones sobre Foundations of marketing analytics

por KNApr 21st 2019

From the course I gained the knowledge of the fundamental of market analysis, it will not be too hard to understand, it gives you a general sense of how market analysis will be like.

por TBDec 2nd 2017

Lectures were insightful and very applicable. Learning was reinforced with well documented R scripts. After this course I feel capable of applying these concepts to my own company.

Instructor

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

Acerca de Escuela de Negocios ESSEC

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

Acerca de Programa especializado Strategic Business Analytics

This specialization is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. We recommend that you have some background in statistics, R or another programming language, and familiarity with databases and data analysis techniques such as regression, classification, and clustering.We’ll cover a wide variety of analytics approaches in different industry domains. You’ll engage in hands-on case studies in real business contexts: examples include predicting and forecasting events, statistical customer segmentation, and calculating customer scores and lifetime value. We’ll also teach you how to take these analyses and effectively present them to stakeholders so your business can take action. The third course and the Capstone Project are designed in partnership with Accenture, one of the world’s best-known consulting, technology services, and outsourcing companies. You’ll learn about applications in a wide variety of sectors, including media, communications, public service,etc. By the end of this specialization, you’ll be able to use statistical techniques in R to develop business intelligence insights, and present them in a compelling way to enable smart and sustainable business decisions. You’ll earn a Specialization Certificate from one of the world’s leading business schools and learn from two of Europe’s leading professors in business analytics and marketing....
Strategic Business Analytics

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.

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